Clear the aisle for lots of silk and plenty of glamour: For Fashion Flight, Singer, renowned for flowing gowns with lavish draping and long trains, opted for silhouettes suitable for air travel. “Flying Lab is about the future of flying – and in my collection, also the future of evening gowns,” says Singer.

On FlyingLab flights, Lufthansa lets passengers familiarize themselves with and test new products and services. Live lectures and/or presentations may also be offered for passengers to watch on their phone, tablet or laptop thanks to the availability of on-board Internet.

Selling dreams

The fashion world has seen almost everything, and many people are bored. It’s the designer’s job to surprise, to tell stories, to sell dreams. A catwalk in an airplane over the Atlantic – that’s something really new. Location, music, light: Fashion shows are always planned down to the last detail.

You have limited possibilities on a plane. How does that fit with your vision?

I’m having to improvise, of course. But I was prepared. We are demonstrating that it can all be done without irons, steamers and so on. And instead of showing long, opulent gowns, we are featuring pants suits and figure-hugging dresses. Compared with the usual shows, the atmosphere is intimate, with models and dresses just centimeters away from their audience.

Doesn’t fashion lose some of its magic that way?

On the contrary. Many designers are currently questioning the principle of fashion shows. Some have started turning out just one collection a year, which they immediately put on sale. Customers want to get closer to fashion, they are looking for a sensual experience of the craftsmanship and the fabrics that go into the clothes. On a normal catwalk, that is hardly possible. That’s why salon shows are held in small rooms, the way it used to be with haute couture.

The Fashion Flight is not only about clothes, though, it’s also about social media. What is the significance of this for you?

Social networks have radically changed pop culture: They influence people’s perceptions of us. Anyone can see immediately who I am, how I work and who wears my stuff, and they can form an opinion about all of that. This doesn’t always have a direct impact on sales, but it is fundamental to our brand imaging and public relations.

Getting there from Germany

Lufthansa flies twice daily from Frankfurt (FRA) and seven times weekly from Munich (MUC) to New York/JFK as well as seven times weekly from both hubs to Newark. Check meilenrechner.de to see how many miles you can earn.